Meta doubles down on AI tools to improve ad performance. Learn how automation and artificial intelligence are transforming digital advertising on the platform.
Meta is taking advertising automation to the next level by integrating more powerful artificial intelligence (AI) tools. These new features aim to offer advertisers automatic optimization, strategic advice and a better return on investment (ROI). But what are these new tools really and how will they transform online advertising? Find out everything you need to know.
Meta relies on AI to maximize advertising performance
For several years, Meta has been investing heavily in AI to refine its advertising offering. The goal? To allow advertisers to take advantage of advanced technology to improve the effectiveness of their campaigns. With these new tools, the platform aims to redefine the standards in online advertising.
Among these innovations, Meta introduces Opportunity Score, a tool that evaluates campaign performance on a scale of 0 to 100. This score allows advertisers to identify areas for improvement and obtain recommendations in real time. The higher the score, the more the campaign complies with the best practices defined by Meta.
Promising results from the first tests
According to Nicola Mendelsohn, head of global operations at Meta, advertisers who followed Opportunity Score's recommendations found a median reduction of 5 % in cost per outcome. This efficiency gain could well encourage more advertisers to adopt these AI-based tools.
AI optimization at the heart of Meta's advertising strategy
Automation is becoming a norm on advertising platforms. Meta wants accelerate this transition by providing even more autonomous solutions. One of the new features is the improvement of Advantage+ campaigns, which allow you to automate not only the creation of ads, but also their distribution and optimization.
The new Advantage+ sales campaigns
Introduced in 2022, the purchase campaigns Advantage+ were aimed at performance-driven advertisers. Today, Meta is launching Advantage+ sales, an improved version that Enables AI optimizations on all campaigns by default (sales, app installs and lead generation). The goal is to make advertisers’ work easier by offering them intelligent and automated recommendations.
Moreover, Advantage+ Lead Campaigns are emerging. They will help advertisers to attract qualified leads using advanced algorithms, thus ensuring a better conversion rate.
Advertising automation: between opportunities and controversies
While AI can dramatically improve ad performance, it also raises concerns among advertisers. Some fear a loss of control over campaign management, particularly with regard to the distribution and optimization of ads.
Sometimes problematic automatic adjustments
In the past, some advertisers have reported that automatic changes had been applied without prior notification. This has generated concerns about Meta's ability to adjust campaigns without human intervention. Additionally, excessive automation could favor generic and less engaging ads.
Nicola Mendelsohn However, it is keen to reassure advertisers:
“We don’t force anyone to use these tools. If you want to turn off recommendations or automation, you always have the option.”
A significant impact in Asia-Pacific and around the world
Meta's development of AI tools is already having a significant impact, particularly in the region Asia Pacific. An internal study reveals that These innovations have quadrupled the return on investment for advertisers in this area. These figures confirm the growing interest of companies in artificial intelligence in their advertising campaigns.
Massive adoption of Advantage+ campaigns
Meta claims that almost all of its advertisers now use an AI tool to optimize their campaigns. In parallel, the purchasing campaigns Advantage+ continue to gain popularity, displaying a Revenue growth of 70% YoY in Q4.
What future for advertising on Meta with AI?
Automation and artificial intelligence are now essential elements of the digital marketing. Meta continues to innovate to offer more efficient tools, capable of adapting to market developments. As these technologies improve, advertisers will have more control over their campaigns, while benefiting from continuous optimization.
Meta wants to democratize advertising AI
According to Nicola Mendelsohn, these tools are no longer just for performance marketing specialists. Thanks to the lessons learned over the past two years, Meta believes AI can benefit all industries and advertisers, regardless of their size.
“We want to encourage all advertisers to get involved and reap the benefits of these tools. AI is an opportunity, not a constraint.” – Nicola Mendelsohn.
Our Opinion: Meta Takes a Step Ahead in Online Advertising
With this new wave of AI tools, Meta strengthens its leadership position in digital advertising. With a focus on automation and optimization, the platform provides advertisers with more efficient solutions to achieve their goals.
However, the transition to advertising ultra-automated is not unanimous. Some marketing professionals fear that too much automation could reduce their room for maneuver and harm the creativity of the ads.
The following question then arises: Should we let AI handle advertising entirely or maintain a hybrid approach combining automation and human expertise? Meta seems to favor a balance, giving advertisers the flexibility to adapt their strategy according to their needs.
One thing is certain: AI in advertising is here to stay and those who know how to use it intelligently will have a head start on the competition.